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UCLA Star Kiki Rice Is Locked in on March Madness, on and Off the Court

March Madness star UCLA Bruins guard Kiki Rice waits for her name to be called during introductions before the game against Ohio State.
UCLA junior Kiki Rice will play in her third March Madness this week. (Gina Ferazzi / Los Angeles Times via Getty Images)

As the 2025 NCAA tournament tips off this week, few Women's March Madness teams have had a more remarkable run than No. 1 overall seed UCLA.

The Bruins only lost two regular-season games this year, a streak that led to a Big Ten conference tournament title, and, eventually, top-ranked entry into this weekend’s tournament start. By securing the first No. 1 overall seed in program history, this group of UCLA players has already proven themselves the most successful in school history — with additional hardware firmly on the horizon.

But junior Kiki Rice has preferred to keep things in perspective, as she told Just Women’s Sports in the quiet days between the regular season’s end and the postseason's launch.

“The reality is we lost two games the entire year, and that's a pretty good record: 27-2,” she said matter-of-factly. “I think most people would be pretty happy with that.”

UCLA did, however, launch their Big Ten tournament campaign with unfinished business, having fallen twice to crosstown rival USC to cede the regular-season conference title. While they got their revenge in the Big Ten tournament title game, UCLA head coach Cori Close wasn’t shy about wanting to meet the Trojans one more time — at the NCAA Final Four in Tampa.

A Final Four battle would give UCLA the ability to draw even with JuJu Watkins and the Trojans this season, claiming the biggest bragging rights of all. But Rice knows that once-in-a-lifetime opportunities start with everyday consistency.

“It’s about resetting, and how we can move on, get better, and learn,” she said. “How we individually can be better for our teammates and be better for our coach.”

March Madness star Kiki Rice of the UCLA Bruins celebrates with teammates during the 72-67 win over the USC Trojans in the NCAA Big Ten Women's Basketball Tournament Championship game.
Rice (C) registered 13 points and eight assists in UCLA's Big Ten tournament victory over fellow NCAA No. 1 seed USC. (Andy Lyons/Getty Images)

All eyes on women's basketball — and UCLA

As the profile of women’s basketball rises at an exponential rate year after year, many college programs have benefited from the broader spotlight. But winning remains one of the best promotional tools available, and UCLA doubled down on that prospect, signing star transfer Lauren Betts last season in a move that culminated in back-to-back Sweet Sixteen appearances. 

This year, though, the Bruins want more. And as the team’s star power continues to emerge, anything seems possible.

Rice has been one of those stars. Literally — she starred in ESPN’s 2024 docuseries Full Court Press, giving fans a chance to see behind the curtain into what makes the 21-year-old tick. And while Betts pulls defensive focus on the court, Rice can make the offense sing. She leads the team in assists and steals per game, carrying a heavy load when games get tough.

As a young player making a name for herself, Rice enjoys the off-court attention. But she’s not immune to the pressure that accompanies greater scrutiny.

“It’s been a lot,” she reflects. “But it's also been something that me, and I think the rest of my teammates, we wanted. It's part of being in women's sports at this time, where it's really growing so much.”

She described the national attention as a welcome change. With attendance, TV viewership, brand deals, and other KPIs on the rise, the Bruins know it’s time to seize the moment. 

“This is what we deserve,” Rice said resolutely. “Let's take advantage of it, and be thankful for it.”

March Madness UCLA star Kiki Rice models Nike sneakers on an outdoor basketball court for her Jordan brand NIL deal.
Rice became Jordan Brand's first-ever NIL signing in 2022. (Nike)

Rice embraces the spotlight on and off the court

But if success on the court fuels exposure off the court, Rice understands the importance of balancing the bigger picture with remaining focused on the task at hand. And that mindset especially rings true in the era of blockbuster NIL deals.

“I want to take advantage of all these opportunities,” she said. “But they take time, and that's time away from school, that's time away from personal relaxation and reset time. That's time away from being in the gym.”

Rice has garnered attention from countless brands over the course of her college career. That includes signing with Jordan Brand as their first-ever NIL contract in 2022. Since that milestone, she’s gone on to work with major players in the women’s sports ad space like Buick, Dove, Neutrogena, and Beats by Dre, among others.

“I've definitely gotten more used to it,” she continued. “But I wouldn't say it's always easy”

Still from AT&T March Madness ad starring UCLA stars Kiki Rice and Lauren Betts.
AT&T cast UCLA stars Kiki Rice and Lauren Betts in their latest March Madness ad campaign. (AT&T)

March Madness AT&T ad highlights UCLA stars

Today’s student-athletes are expected to keep up with their studies and stay fit on the court, while also participating in the larger sports cultural conversation via brand partnerships and media appearances. That’s why fans will see Rice’s face throughout the tournament — and not just sweating it out in UCLA blue and gold.

When the game cuts to commercial, you might spot Rice starring in a new AT&T TV ad alongside Betts, promoting the sport both Bruins love to play. She even got a chance to flex a few comedy muscles onscreen, saying that her experience in front of the camera was nothing but positive.

“To be part of such a high quality production and film that commercial, I had a great time doing it,” she said, adding that Betts has been a friend she can lean on when the balancing act that is modern-day college sports gets too stressful. 

“I feel like she kind of understands, and is going through something very similar,” Rice says of her teammate and AT&T co-star. 

NCAA March Madness star Kiki Rice of the UCLA Bruins shoots against the USC Trojans during the Big Ten Women's Basketball Tournament Championship game.
UCLA hopes to see USC one more time before March Madness ends. (Andy Lyons/Getty Images)

Getting UCLA tournament ready from the inside-out

She also credits her family as a major source of support, even if they're many miles away on the East Coast, where Rice became one of the country's top high school prospects. And over the years, she’s taken personal responsibility in creating her own stability. She learned from experience the cadence required to not let fatigue set in at the end of a grueling basketball season.

Rice especially prioritizes taking care of her body, as March’s schedule sees games in quick succession. But she also grounds herself in the moment, viewing March Madness as not just a point of pressure, but one of opportunity.

“We've been talking about the NCAA tournament and Big Ten tournament all season long,” said Rice. “It's just like we talk about in practice: We have a new new season ahead of us, two new seasons coming up.”

But for all Rice’s individual and collective achievements so far, when the Bruins tip off against Southern University on Saturday, the pursuit of greatness begins anew. From falling just short of a regular-season title to edging out USC in the Big Ten tournament, Rice is eager to put a winning stamp on an already historic UCLA season.

“At the end of the day, we're just trying to win,” she said. “We don’t have that long, so we’ve got to take advantage of it.”

USWNT Star Catarina Macario Scores with $10 Million Nike Deal

USWNT star Catarina Macario poses on a poster for Nike's horror short film series.
Nike's new "Scary Good" short film campaign features USWNT star Catarina Macario. (Nike Football)

USWNT and Chelsea FC star Catarina Macario inked a 10-year, $10 million contract with Nike on Tuesday, securing one of the most lucrative sponsorship deals in the women's game.

Macario started her pro career as an Adidas athlete, but swapped brands after battling back from a long-term knee injury to win a domestic treble with WSL side Chelsea this year.

The Brazilian-born US national is also starring in Nike's "Scary Good" ad campaign, a series of short films that "pay homage to the horror and satire of late-night television with a cast of the game's most dominant attackers."

Other soccer stars joining Macario in the sportswear giant's short film series are Spain's two-time Ballon d'Or winner Alexia Putellas and winger Salma Paralluelo, Brazil's Kerolin, and Germany's Giulia Gwinn, as well as Macario's Chelsea teammate, Australian national Sam Kerr.

"Nike has always been a part of my journey — from Surf to Stanford, to the USWNT and now Chelsea FC," Macario said in Tuesday's press release.

"Now, to be officially with the brand feels incredible. Not only because I get to join a team of football legends that have influenced my style of play since the beginning, but because I believe Nike represents the fearless spirit I try to bring with me every time I step on the pitch."

Women's soccer is blowing up on the sponsorship front, with payouts jumping from Norwegian superstar Ada Hegerberg's $1.1 Nike deal in 2020 to this week's blockbuster Macario signing.

How to watch Macario in her "Scary Good" Nike film

Catarina Macario's "Scary Good" film — dubbed "The Cold-Blooded Clinic" — will drop on July 16th on Nike Football's YouTube channel.

Waived WNBA Vet DeWanna Bonner Rejoins Phoenix Mercury After Fever Exit

Indiana Fever forward DeWanna Bonner lines up a free throw during a 2025 WNBA game.
Offseason Indiana Fever pick-up DeWanna Bonner has rejoined the Phoenix Mercury — the team that originally drafted her in 2009. (Stephen Gosling/NBAE via Getty Images)

Two-time WNBA champion DeWanna Bonner is coming home, rejoining the Phoenix Mercury after parting ways with the Indiana Fever late last month.

Bonner is back with the team that originally drafted her as the fifth overall pick in 2009, inking a slightly above-minimum prorated veteran contract for the remainder of the 2025 season.

"It's home. I know I'm going to get the love and the support," Bonner said, reuniting with fiancée Alyssa Thomas on the second-place WNBA squad.

After spending her first 10 seasons with the Mercury, Phoenix traded Bonner to the Sun in February 2020.

The six-time All-Star forward spent five seasons alongside Thomas in Connecticut, helping the Sun to at least the WNBA semifinals in each of those years.

The Fever then signed Bonner as a free agent ahead of the 2025 season, with the 37-year-old later departing the team for personal reasons after just nine games with Indiana.

Bonner missed five games before the the Fever officially waived her on June 25th, as the renewed free agent reportedly eyed a move back to Phoenix.

"We couldn't be more excited to have DeWanna back in a Mercury uniform," Phoenix GM Nick U'Ren said in a statement. "She is a true winner, leader and one of the most talented and versatile players in our game."

WNBA Star Caitlin Clark Returns from Injury in Indiana Loss to Golden State

Injured Indiana Fever star Caitlin Clark looks on from the bench at the 2025 WNBA Commissioner's Cup championship game.
Indiana Fever star Caitlin Clark is available for Wednesday's WNBA game against the Golden State Valkyries. (Matt Krohn/Getty Images)

Indiana star Caitlin Clark is officially back in action, making her return to the court in Wednesday's Fever clash with Golden State to mark her first WNBA minutes since June 24th.

While the No. 6 Valkyries took the 80-61 win on Wednesday, Clark was able to log 25 minutes as well as put up 10 points, six assists, and five rebounds in her return from injury.

Prior to this season, the 2024 WNBA Rookie of the Year had not missed a game since her sophomore year of high school in 2017.

Wednesday's return capped a five-game stretch with Clark out with a groin strain — the most recent knock to the WNBA sophomore after a quad strain sidelined her for two weeks earlier this season.

"It's obviously hard sitting out and watching for a few weeks, so I'm excited to get out there," the guard told reporters on Tuesday.

While Indiana's loss did not impact their No. 7 spot on the league table, Wednesday's other major matchups could have deeper implications for the WNBA standings:

  • No. 1 Minnesota Lynx vs. No. 2 Phoenix Mercury, 3:30 PM ET (WNBA League Pass): The WNBA's top two teams will square off Wednesday afternoon, as a steady Lynx team meets a rejuvenated Mercury hot off a revenge win over Dallas on Monday.
  • No. 11 Dallas Wings vs. No. 12 Chicago Sky, 8 PM ET (WNBA League Pass): Young phenoms duke it out as the Sky honor 2021 WNBA champ and new retiree Allie Quigley — and hope to avenge Tuesday’s close loss to Washington by downing the Wings.

2025 WNBA All-Star Captains Napheesa Collier, Caitlin Clark Draft Rosters

Minnesota Lynx star Napheesa Collier celebrates a 2025 WNBA win.
2025 captain Napheesa Collier drafted her WNBA All-Star team on Tuesday. (Matt Krohn/Getty Images)

The 2025 WNBA All-Star teams are set, as captains Napheesa Collier and Caitlin Clark drafted the 20 other honored players into their final rosters live on ESPN on Tuesday night.

The draft began with the two captains selecting from the eight-player pool of fan-voted starters, before Clark and Collier each chose six athletes from the group of 12 All-Star reserves.

Both the Minnesota forward and the Indiana guard prioritized selecting their WNBA teammates, with Collier successfully grabbing Lynx guard Courtney Williams as one of her reserves while Clark's first picks in each category were fellow Fever players in starter Aliyah Boston and reserve player Kelsey Mitchell.

Collier also decided to keep her fellow UConn Huskies close, tapping alums Breanna Stewart and Paige Bueckers for her starting lineup — though she failed to pull off a trade for third alum Gabby Williams.

"I tried 😭 they didn't show that part lol," the Lynx star posted to X after the draft, referencing her attempt to roster Williams.

While Collier's strategy was to snag current and former teammates, as well as players with whom she has Unrivaled or collegiate ties, Clark approached the draft with less of a plan.

"I'm going on vibes. I'm picking whatever comes to mind. We're just having fun," joked Clark, promising "my team is going to be fun."

All-Star draft's lone trade sees head coach swap

Despite a handful of trade offers, the only swap of the Tuesday draft didn't end up involving players at all, as the All-Star leaders agreed to switch head coaches.

Coaching assignments follow fan votes and team records, with the top All-Star vote-getter paired with the coach of the league's No. 1 team, while the No. 2 team coach leads the squad captained by the player who garnered the second-most votes.

As such, Minnesota head coach Cheryl Reeve was initially assigned to Team Clark, with Collier's squad led by New York boss Sandy Brondello.

Following both Collier's strategy of prior connections and, perhaps, Clark's emphasis on vibes, the pair agreed to switch sideline leaders, keeping the Lynx lineup together and sending the reigning WNBA champion to helm Clark's crew.

The 2025 WNBA All-Star Game rosters

Team Clark:

  • Starters: Aliyah Boston (Indiana), Sabrina Ionescu (New York), A'ja Wilson (Las Vegas), Satou Sabally (Phoenix)
  • Reserves: Kelsey Mitchell (Indiana), Gabby Williams (Seattle), Sonia Citron (Washington), Kiki Iriafen (Washington), Jackie Young (Las Vegas), Kayla Thornton (Golden State)
  • Head coach: Sandy Brondello (New York)

Team Collier:

  • Starters: Breanna Stewart (New York), Allisha Gray (Atlanta), Nneka Ogwumike (Seattle), Paige Bueckers (Dallas)
  • Reserves: Courtney Williams (Minnesota), Skylar Diggins (Seattle), Angel Reese (Chicago), Alyssa Thomas (Phoenix), Kelsey Plum (LA), Rhyne Howard (Atlanta)
  • Head coach: Cheryl Reeve (Minnesota)

How to watch the 2025 WNBA All-Star Game

Team Collier and Team Clark will square off in the 2025 WNBA All-Star Game in Indianapolis at 8:30 PM ET on July 19th.

Live coverage of the game will air on ABC.

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